Think back to our social-media-as-cocktail-party metaphor for a moment. You can't go to every party thrown in your city. There are literally thousands of social networking sites out there, and it is simply impossible to be active in all of them. And once you choose a few parties to attend, you can't meet and have a conversation with each and every person there. You know there are tons of great conversations going on all around you, and you know that you can't be a part of them all. A good pr freelancer excels at creating strategic campaigns and raising public awareness.
What do you do at a party? Some people constantly look over the shoulder of the person they are talking to, always on the lookout for a better conversation. Some flit from one person to another every few minutes all night, having many short, superficial conversations. What I like to do at parties is have a few great conversations and be happy that I'm at a wonderful event. I know I can't be with everyone, so I have fun with the people I'm with. What more could I want? If you're following my analogy here, you should apply the same thing to your participation in social media. A healthcare communications agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
For most people and organizations, it's better to be active in a few social networking sites instead of creating profiles on dozens of them and being too busy to spend much time in any one. In my own case, I have my own blog, I am on LinkedIn and Twitter, and I'm active on a few forums and chat rooms, but that's about it. I'm not on MySpace or Second Life. There are thousands of other social media and social networking sites that I choose not to participate in, such as Nexopia, Bebo, Hi5, Tagged, Xing, Skyrock, Orkut, Friendster, Xiaonei, Cyworld, and many, many more. Since you can't go to every party, you need to pick and choose. Where do you want to be? Where can you be most helpful? Where are the members of your buyer personas? A top freelance medical writer in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.
Managing an ongoing campaign is different from launching one. You may not always have a splashy announcement or a magnet event to draw attention. But you should maintain regular contact with the media to keep your profile high. Once you have your links at the outlets, regularly send them releases. I don’t mean every day, and I don’t mean to announce that your Doberman had his tonsils out. But if you hire a new employee, begin distributing an interesting product, or move to a new building, then let the media know about it. You may not get coverage, but the constancy of regular mailings keeps you in their faces, and they’ll definitely remember you. The strength of a healthcare marketing agency is its shared experience in conjunction with a personal and individual approach to client relationships.
If you were lucky enough to cultivate friendships with any media people during your initial campaign, now is the time to cement them. Do lunch, do dinner, take time to fraternize. It doesn’t guarantee a story next time you need one, but it does guarantee a fair hearing, which is not something everyone gets from the media. This is the time to solidify a perception of yourself as an expert in your field. If you own a downtown fish market, you must be the one the local newspaper calls when it’s doing a story on fish. How do you do this? Careful cultivation of your prior media success. This is where reprints of clips can be most valuable. You should be sending out mailings to your list, even if you have no immediate news angle. If you keep the editors informed of your standing as an “expert,” I promise you they will eventually come to believe it too. A healthcare pr agency provides you with diverse and effective PR support to ensure your message gets heard every time.